The best designs start with simple ideas that have deeper meaning. Designs that reveal themselves to viewers over time extend the life of the brand identity. This logo takes the poker chip and cuts a hole inside of it just as a weight plate at a gym would. By doing so it combines the idea of the poker chip with one that symbolizes muscle. The logo reveals itself as the brand Chip Muscles over time to users. You could also use it with the slogan "How much is in your stack?" combining the idea of poker chip stacks and weight stacks.